Final week, the official teaser trailer for the extremely anticipated Barbie the Film was launched. Together with the teaser trailer, pictures introducing the solid of Barbies, Kens, and people of Barbie the Film have been launched on all the movie’s social media platforms. You may already know in regards to the film’s launch date, however why? On this weblog, we’ll cowl how the Barbie advertising helped the film go viral!
How Did Barbie the Film Go Viral?
The social media platforms for Barbie the Film launched 24 promotional posters. Not solely did the film’s social media platforms launch the posters, however every star launched their very own poster on their private social media. 24 completely different stars together with Margot Robbie, Nicola Coughlan, America Ferrera, and so many extra, posted the identical Barbie advertising poster, and absolutely that bought individuals’s consideration.
Should you someway haven’t seen them earlier than, all the solid pictures included a sky blue backdrop with a shiny starburst featured within the middle. The solid member seemed to be popping out of the starburst with the ‘Barbie’ brand printed in entrance of them, their identify featured above them, with their character’s Barbie persona printed some place else among the many posters.
These pictures simply captured customers’ hearts, and people with the enhancing chops rapidly used the reproducible format to meme-ify the posters with different celebrities, characters, and different objects. Nonetheless, Warner Brothers knew the potential of the format they have been placing out. They created the Barbie Selfie Generator: an AI-powered web site permitting customers to place themselves into the advertising posters, together with a urged Barbie-like catchphrase like, “This Barbie is a boss.” It’s also possible to customise the catchphrase to your liking.
Why Was This Advertising Marketing campaign So Profitable?
The Barbie advertising marketing campaign was so profitable due to the good use of UGC (user-generated content material). With the formulaic poster, the AI-powered selfie generator, and a star-studded solid, the Barbie advertising marketing campaign couldn’t lose.
The unique intent of the UGC play from the Barbie advertising workforce might have been to play on individuals’s nostalgia for taking part in with Barbies, and that very nicely might have labored in some circumstances within the marketing campaign’s infancy. Nonetheless, because the marketing campaign gained traction, the purpose of utilizing the AI-powered selfie generator was to develop into humorous and create a meme.
This isn’t to say that the marketing campaign failed, the marketing campaign was clearly a roaring success. Customers are nonetheless utilizing the AI-powered selfie generator to create and share memes, forcing individuals to see the branding. Any advertising workforce that has a marketing campaign that will get itself to meme standing ought to congratulate themselves on ‘making it.’
The Takeaway From the Success of the Barbie Advertising Marketing campaign
The Barbie advertising marketing campaign advised the trade in a giant method that interactive advertising is the best way to go on your subsequent advertising marketing campaign. Interactive advertising is a advertising tactic that makes use of partaking pictures or visuals to get customers to interact along with your content material. Interactive advertising is often used all through the trade. Nonetheless, Barbie the Film virtually created a formulation for it.
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The Barbie posters for every solid member have been all the identical: the identical sky blue background, the identical sparkly starburst, and the identical Barbie brand, however every was customized to the character that they have been enjoying. The Barbie advertising workforce did this to, in fact, promote the film. Along with this, they have been capable of get customers to work together with their promotional materials.
Seeing that every poster was mainly the identical with a few variations per poster, customers noticed their shot. They may very well be on a Barbie poster! That’s the reason the AI-powered selfie generator was ingenious.
For people who aren’t Photoshop literate, the selfie generator permits them to affix in on the enjoyable and edit themselves onto the Barbie poster too: they are often the idealized model of themselves they’ve all the time wished to be and plaster it on all of their social media platforms, whereas the film continues to reap the advantages of repeatedly receiving free promotion.
Creating such a shareable advertising marketing campaign that both made individuals wish to develop into the Barbie they all the time wished to be or simply make tons and tons of memes all contributed to the success of this marketing campaign and Barbie the Film going viral.
The way to Use This Technique For Your Model
Interactive advertising has a few methods to get customers desirous to be part of the marketing campaign a model has created:
Incentive
Encouraging customers to participate in a marketing campaign with an incentive such because the promise of a month free trial of your subscription or a giveaway of some form can absolutely get individuals considering collaborating. An instance of this being completed is Zoom’s Digital Background Problem.
Zoom launched the Zoom Digital Background Problem in March 2020 for distant staff. The marketing campaign was a month-to-month competitors the place members may share pictures or movies utilizing Zoom’s digital background function. The marketing campaign garnered over 50,000 individuals signing up for Zoom accounts simply to participate within the competitors.
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Nostalgia
As beforehand talked about, the Barbie advertising marketing campaign’s unique intent might have been to play on individuals’s nostalgia in direction of Barbies and desirous to be that idealized doll, and their advertising marketing campaign allowed us to try this.
As of scripting this weblog submit, #barbiethemovie on TikTok has 121.5 million views. Many customers utilized the official AI selfie generator filter on TikTok, reacted to the trailer, or used sound bites from the trailer to create their very own content material.
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Widespread Trigger
Customers typically really feel that on the subject of promotional materials, all manufacturers try to govern them to purchase their services or products. Giving customers a typical trigger to work in direction of or speak about makes it extra just like the model is doing one thing that’s really good.
The preferred instance of that is Wendy’s Hen Nugget Retweet Problem. This was one of the vital talked about social media crazes of 2017. Carter Wilkerson tweeted at Wendy’s, the favored quick meals chain, asking what number of retweets he would wish to earn a full yr of free rooster nuggets. To his shock, the chain replied with a easy tweet again, “18 million.”
You possibly can hardly name this Twitter thread a advertising marketing campaign, nevertheless it completely had individuals speaking and rooting for Wilkerson to get his free rooster nuggets. Earlier than lengthy, even Wendy’s was rooting for Wilkerson. Seeing their optimistic consideration on social media, Wendy’s started encouraging customers to assist him attain his aim. Although the tweet didn’t attain the aim set, it did develop into probably the most retweeted tweet of all time (on the time). So, Wendy’s did find yourself rewarding Wilkerson’s efforts.
Last Ideas
General, the advertising marketing campaign was an enormous success; now everybody’s speaking in regards to the film! The film will solely be in theaters this summer time on July twenty first, so make sure to test it out! The hype warrants a watch even in the event you aren’t a Barbie fan.
